Since February 1970, The Sun’s page 3 girls have been a national institution, as British as soggy fish and chips or not turning the central heating up enough. But a new campaign to rid the newspaper’s 7 million readers of their daily dose of smut may be making headway. Two weeks ago, after opponents mounted a concerted effort to stop Lego from advertising in The Sun, the children’s toy company announced: ”Last week’s promotion was the final of a two-year agreement and there are no further promotions planned in The Sun.”
The company’s British vice-president, Fiona Wright, said: ”We listen very carefully to the opinions and input that people share, and will take your thoughts and opinions into consideration when reviewing future promotions.”
The campaign, on Twitter, Tumblr and other social media – simply dubbed ”No More Page 3” – plans to use this precedent to pressure other major Sun advertisers, including supermarkets and mobile phone companies. It has generated a large following online and appears to be gaining momentum rather than petering out.
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